DENVER--(BUSINESS WIRE)--Apr. 3, 2017--
Chipotle Mexican Grill (NYSE: CMG) today launched “Spot the Imposter,”
an online game designed to support its milestone achievement of becoming
the only national restaurant brand without added colors, flavors or
preservatives – artificial or natural – in any of the ingredients it
uses to prepare its food (except for lemon and lime juice which can be
used as preservatives, though the company uses them only for taste).

To play the game, users search through Chipotle’s 51 real ingredients
hunting for commonly used industrial additives — including added
flavors, colors, preservatives, gluten and gums — masquerading as real
ingredients. Successful players are rewarded with a mobile offer good
for a free order of chips and guacamole, with purchase of an entrée, at
any Chipotle in the U.S., and a chance to enter the sweepstakes to win
other food prizes.

“At Chipotle, our real ingredients have nothing to hide,” said Mark
Crumpacker, chief marketing and development officer at Chipotle. “Other
restaurants are trying to make their ingredients sound better by
switching artificial colors, flavors and preservatives for friendlier
sounding additives that serve the same purpose. Our food is made
entirely with real ingredients that consumers easily recognize – the
kinds of ingredients you can buy yourself at a farmers’ market or
grocery store. This new game encourages customers to learn about what’s
real in their food and what’s not, while reinforcing our commitment to
high-quality ingredients.”

“Spot the Imposter” can be played starting April 3rd and ending April
7th. Spotting the hidden imposter ingredient earns the player the mobile
offer while supplies last. Successful players are also entered to win
Burritos for a Year or Dinner for 10. As an added element, a new hidden
imposter ingredient will be released at 9 a.m. EDT each day of the
contest so users can come back each day to find the new hidden imposter
ingredient. Each day the customer plays and spots the imposter, they can
receive an additional sweeps entry. Up to five sweepstakes entries (one
per day) will be allowed per person with sweeps winners getting free
Burritos for a Year or Dinner for 10. There is a limit of one free chips
and guac offer, with entrée purchase, per person, per mobile number,
with all offers expiring April 30, 2017.

Chipotle defines “national restaurant brand” as any restaurant brand
included in the Nation’s Restaurant News top 200 list
(August 2016) having more than 100 total U.S. locations. The company’s
statements that it uses no added colors, flavors or preservatives apply
only to Chipotle branded restaurants operating within the U.S., and only
to the ingredients used to prepare food and not to ingredients used in
the beverages sold at Chipotle.

ABOUT CHIPOTLE

Steve Ells, founder, chairman and CEO, started Chipotle with the idea
that food served fast did not have to be a typical fast food experience.
Today, Chipotle continues to offer a focused menu of burritos, tacos,
burrito bowls, and salads made from fresh, high-quality ingredients,
prepared using classic cooking methods and served in an interactive
style allowing people to get exactly what they want. Chipotle seeks out
the finest ingredients that are not only fresh, but that are raised
responsibly, with respect for the animals, land, and people who produce
them. Chipotle prepares its food without the use of added colors,
flavors or preservatives typically found in fast food. Chipotle opened
with a single restaurant in Denver in 1993 and now operates more than
2,200 restaurants. For more information, visit Chipotle.com.